The final common mistake in content marketing is that it is rarely staffed right. We talked about how to staff a content marketing strategy earlier, but it is worth revisiting.

In essence, you need to think like a media producer and surround yourself with people who can get the job done. In film, that means a director, writer, actors, directors of photography, editors, etc. In text, it means managing editors, contributors, and designers. Very few media products get produced as one-man shows and it takes a team to pull off something great.

The most common staffing mistake comes when someone tries to fill a content gap with the youngest, trendiest person in the organization. There is a huge bias that young people should lead these efforts because they seem to use digital platforms more often. However, there is a huge difference between knowing how to use something, and understanding how it works. This is akin to asking someone to start a mechanic shop because, “You can drive, right?”

If you are going to make an internal appointment to manage a content marketing strategy, make sure this person has a basic understanding of how marketing works, not just how to update a Facebook page. Invest in their knowledge and don’t assume they can figure it out. This is a difficult world to succeed in, let alone master. Learning how to use the tools is the easy part; the hard part is finding the right person to tell the story the way you want it.

 

Now that we’ve covered the five common mistakes…

 

 

Most content marketing is not Strategic.

Most content marketing is not Useful.

Most content marketing is not Consistent.

Most content marketing is not Known.

Most content marketing is not Staffed.

 

You can find your own way to remember all of those.

 

To create your own brilliant strategy plan, address each of these issues and you will have a powerful media platform that will churn some amazing results for your business.